Marketers have said it before: « This is the year that video content marketing will explode! » While over time this has become more true, in 2017 video will no longer be a luxury but a marketing necessity for your content strategy …
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How to Get Into Video in 2017 – Search Engine Journal
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It’s easy to get sucked into the latest marketing trends. When it comes to the Internet, things are constantly evolving, which makes our naturally human, shiny-object syndrome light up, eager to try the next big thing.
But then there are those trends that, although new and shiny, tend to make sense and stick around for a while. One of those is video.
Video marketing isn’t a new phenomenon, but the way it’s being used is. Now, with new tools available to marketers, anyone can put together an enticing video to attract an audience. What is evolving is the way this is done and the way video is used to spread the word about a business.
As we enter 2017, let’s look at what’s to come in the world of content marketing, and more specifically, video marketing. Here are six ways you can use video to market your business in the coming year, and a few of my personal favorite tools that’ll enable you to do so with ease.
1. Host a Webinar
Webinars remain one of the most effective ways to attract an audience. The reasons are clear. Webinars let you:
- Share something valuable with your audience
- Establish trust in your brand from the get-go
- Engage an audience before you ask for the sale
Webinars are also one of the easiest types of video to get into in 2017 because they’re so widely watched and so easy to prepare for.
If you’re camera shy but want to get in front of your audience, this is one of the best ways to get started. Webinars by nature are scripted and planned, which means you don’t need to speak off the cuff. You can limit how much you’re on camera and let your slides do the video work while you drop a wealth of knowledge on your audience.
If you’re not tech savvy, you’re in luck, too. There are many tools out there that let you host webinars without needing a degree in videography and development. Login, upload your slides, start talking, and start selling.
My Recommended Tool: ClickMeeting. This webinar tool walks you through the webinar setup process — from preparing your videos and inviting your audience to sharing your webinar after it’s filmed and completed. You can also brand your webinars and interact with your audience so you can make more of an impact.
2. Market Your Product With a Quick Video Series
The influx of content can be overwhelming. People today are inundated with stuff to read, watch, and listen to online. Humans, surprisingly, are about as focused as goldfish. The average attention span of a goldfish is nine seconds and the average attention span of a human in 2015 was 8.25 seconds, according to the National Center for Biotechnology Information.
This doesn’t bode well for marketers.
Although video does a good job of capturing the attention of overwhelmed digital consumers, keeping your videos short does an even better job of getting your message heard. The trick here is to know your audience. Millennials are more likely to watch a 10-second video ad while people over the age of 35 prefer 30-second videos, according to a study by IAB in partnership with Millward Brown Digital and Tremor Video.
Consider what will resonate best with your audience and create that.
My Recommended Tool: RenderFX. This tool has hundreds of graphics and music to choose from. Find the one that best fits your brand image, select your music, and add your text. It’s simple, even for the biggest video newbie.
3. Sell Your Intelligence
Have you noticed the way people learn today is vastly different from the way our grandparents learned? Book smarts aren’t as crucial with virtual assistants such as Siri and Alexa. Now, it’s easier than ever to look up a piece of information on the web. What’s harder? Learning how to do something.
Street smarts have become increasingly in demand. Instead of buying a service, many people want to learn how to do it themselves. To do this, they turn to the Internet. More specifically, they turn to online courses.
Online courses let you sell your intelligence and create a product from a service. These are a great way to teach something you know well while making money. Doing this doesn’t have to be hard either, as long as you have a good platform to house your online course.
My Recommended Tool: Kajabi. This online course platform lets you upload videos and create courses easily. More importantly, it lets you go beyond video and connect with your audience so you can curate a loyal group of learners. This is a great way to put video to use to boost your revenues in 2017.
4. Add Video to Your Website
When someone lands on your website, what do they see? A static picture? A yawn-inspiring headline?
Videos make excellent first impressions. They instantly grab the attention of the casual web surfer and force them to pay attention to your message.
My Recommended Tool: Promo by Slidely. This tool lets you put together quick videos using their stock video clips and music. The built-in editor lets you add your logo and text to make it on message with your brand. In minutes you have a video you can add to your website to make a stronger first impression, keeping the coveted attention of your audience for longer.
5. Create an Experience
You’ve probably heard of Facebook Live by now. This is where you can “go live” on your Facebook page while others watch from the comfort of wherever they are in the world, directly in their newsfeeds.
This feature has been enormously popular – and it just got even better.
Facebook recently announced the addition of 360 video to Facebook Live, which has opened a new door for marketers. This means, your viewers can tilt their phone to turn the camera angle and see what you’re seeing around you. They get a 360-degree vantage point of what’s happening in your video instead of using limited directional viewing.
This type of videography taps into the virtual reality trend (which Facebook is keen to get in on). It allows your audience to feel more like they’re in the moment with your company rather than watching a staged video. Now, instead of putting together a video of talking heads, you can take your Facebook Live streaming a step further – you can create an experience based on what your brand offers.
This will work well for brands that embrace the great outdoors and sell products that offer experiences, such as Patagonia, Mountain Hardware, or even Red Bull.
The Tool to Use: Facebook Live
6. Put Together Your Own Reality Show
Even if you’re not ready to start putting together full-blown experiences, you can still dive into the world of video in 2017 by putting together your own reality TV show.
Social media tools such as Periscope, Instagram Live, Twitter Live, and Facebook Live let you host your own show.
Show up at the same time and place every week (or every day if you’re feeling ambitious) to share insight about your industry. The more consistent you are, the more you can train your audience to tune in to see you on-screen as you offer valuable insights.
This works well because it lets you deepen the relationship with your audience beyond an email, blog post, or even a podcast. You can tie in your weekly reality show to each of these other forms of content by speaking on camera about what you wrote about or talked about on your podcast. This, in turn, can have a ripple effect by sparking more people to tune in and connect with you in other places online.
There’s a lot of potential in this casual style of video that’s free to access and easy-to-implement.
The Tools to Use: Periscope, Twitter Live, Instagram Live, or Facebook Live
Camera, Action!
Every brand can benefit from video. Whether you’re new to the computer (or mobile) screen, or you’re experienced in using live action to attract a crowd, video should be (or continue to be) a fundamental part of your 2017 marketing strategy.
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Featured Image: scanrail/DepositPhotos
In-post Photo: Jordan Kasteler
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8 Ways to Avoid Common Video Marketing Mistakes
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Video marketing used to be an expensive and lengthy business, but with the advances in professional video production equipment, smartphone technology and the ease of use of platforms such YouTube, almost anyone can become a video marketer. As a result, this has led to an astonishing 87 percent of online marketers currently using video content in their marketing according to Outbrain.
Related: By 2019, Video Marketing Will Be Everything. You’ve Got to Get in on the Trend — Now.
Faster, easier and cheaper does not always mean superior, but there are a few simple steps that you can take to ensure you create quality videos.According to Juan Rutz and Martin Borer of RutzRoberts Productions, the following represent eight common mistakes aspiring video marketers make and how to avoid them:
1. Excessive « hard selling »
When you apply the « hard sell » it is much like asking your first date to marry you.
Yes, there is a very remote possibility, but you more likely be successful building a relationship step by step. By creating teaser videos, you will intrigue potential clients, further sharing your content and inspiring a continued relationship.
2. Videos are not part of a campaign
You may only get one chance to make a first impression, and as a result, many companies tend to « overload » their costumer base with info and pandering about themselves. Pace your message and leave something to the imagination and curiosity without exhausting the rather short attention span of your viewer.
Juan and Martin say that campaigns are the way to go every single time. Rather than creating a single five-minute video, companies should focus on a multi-faceted approach to creating a two-minute video in concert with six 30-second segments still adding up to a total of five minutes. However, it multiplies and concentrates the intended purpose in what they call the « marinating effect. » More than ever the attention span of viewers have been condensed, hence the need to be short, informative, entertaining and to the point.
Make an emotional connection, inspire and leave them wanting for more.
3. Poor title and SEO
Content is one thing — lead in title is entirely a different animal. Interesting titles and effective tagging are essential in maximizing your SEO and harnessing your views.
Having a great video no one can find defeats that purpose entirely and renders all production efforts useless.
4. Disharmonized content
Video marketing is not just about visual images. Effective videos all harmonize the images with the best use of voice and text. All of these components need to be taken into consideration when producing your video. Everything needs to be deliberate and intentionally planned.
Use of words, tone of voice, sectional use of the screen and content all add to the appeal of your overall production package.
5. Focus on products not people
If facts tell and stories sell, then don’t make your video a list of facts about your products. Focus on telling stories about people using your products and the benefits that they derive from using them. If your story is well told, then people will seek out more information.
Related: The 4 Pillars of Stellar Video Marketing
6. Not harnessing the power of video
If a picture paints 1,000 words just imagine how much a well-crafted video — even one that’s only 30 seconds long — can communicate. But you need to make sure that your videos portray the right content and in the right essence. Juan and Martin say that videos are all about style. In fact, contrary to what you might think, style is actually more important than content. You need to have the appropriate style, one which is authentic to your brand and which will elevate your message and make it resonate with your target audience.
7. Under-using available social media platforms
YouTube is great, but it is not the only game in town. Maximize not only your reach but also your SEO by publishing your videos on all platforms such as Facebook, LinkedIn, Twitter and Instagram. This doesn’t mean load it into YouTube, then copy and paste the link on the other platforms. When you load your video into platforms natively, such as Facebook, you get twice as many views as you would if you had just put a link to the YouTube video.
And don’t forget email. According to established research, including a video in your emails will increase click-through rates by 200 to 300 percent.
8. Videos are too long
We live in a world of immediate gratification and small attention span. Therein lies the magic formula to capture your audience in a comprehensive, entertaining, yet limited stage. That has become the hallmark of video marketing.
Related: Why You Need to Start Video Marketing Now
By avoiding these common mistakes, it will help you to create a video marketing strategy that will connect, resonate and engage with your target audience which will help drive traffic to your website and increase sales.
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What We Can Expect from Online Video in 2017
Like Facebook, Twitter has placed a huge bet on video, but so far their execution has left some room for improvement. For example, having 3 separate apps for creating and viewing video (Vine, Periscope and Twitter) was compounding their user engagement challenges. Hopefully, Twitter’s new COO and product lead can unify the various Twitter efforts into a single video team focused on both consumer experiences and monetization. As for YouTube, the original online video pioneer, they continue to be the platform that generates the greatest average Engaged Viewing Time for brands. We believe that YouTube will launch several new capabilities that will emphasize strength in building attention. Additionally, we anticipate that YouTube will unveil new capabilities for featuring more “hot/trending” video content. Finally, with Amazon, which has largely focused its video efforts on the subscription/premium end of the market alongside Netflix, many indicators point to Amazon putting a much higher emphasis on video within their ecommerce properties.
OTT Video Advertising Needs To Be More Targeted
Real-Time Daily spoke with Ian Wheal, global strategy director at Adstream, a provider of creative asset management solutions, about the challenges posed by over-the-top (OTT) video
advertising in a programmatic world, vertical video, and programmatic TV.
RTD:How does OTT video advertising need to evolve in the era of extreme automation?
Ian Wheal: It needs to become more targeted. But there are several obstacles holding OTT back from reaching its true advertising potential.
Beyond its scale, OTT
is an Internet-based — connected TV, desktop and mobile — platform that offers access to rich data for one-to-one targeting. However, OTT’s targeting capabilities, on the supply side, have
been slow to develop. Making inventory available via programmatic means would amplify targeting opportunities, but only a tiny portion of OTT is currently sold programmatically. Hulu only launched its
programmatic solution late last year, for example. Most other content creators have had little incentive to embrace programmatic, opting to sell untargeted impressions at a high price.
I think more OTT content suppliers will be forced to embrace programmatic as advertisers demand greater data-driven targeting. As programmatic OTT takes hold and standardizes, OTT ad spend will
grow.
RTD: How will the adoption of vertical video evolve?
Wheal: Snapchat absolutely exploded this year, threatening Facebook and YouTube with more than 10
billion daily video views. Its user base in the U.S. also grew by nearly 30%. That adoption, along with other platforms like Periscope, has conditioned consumers to accept vertical video at a scale
never seen before. This has forced the advertising industry to rethink everything about mobile video — from formats to content.
More publishers and platforms are now offering vertical video
support, and advertisers need to rethink how they approach content for video ads. Vertical video ads are more engaging — with up to nine times more completed views than horizontal video ads. But
having to ideate and develop new content with completely new aspect ratios across many channels — social, mobile, OTT, video-on-demand, the Web, and more — only drives up costs. As mobile video
spend increases in 2017, I expect a large chunk of those dollars to go toward vertical video.
RTD: What’s going on with programmatic TV?
Wheal:
Digital media is beginning to outpace traditional TV advertising because of the benefits it affords advertisers: easier transactions, more targeted, personalized campaigns, and better ad
measurement. But those same benefits can be enabled in the linear TV environment through programmatic technology.
Unfortunately, the industry has been slow to embrace programmatic TV. This
year, programmatic was only 1% of total U.S. TV ad spend. In 2018, it’s projected to hit 6%. I think programmatic adoption is mired by a lack of broadcaster buy-in. National networks have
withheld inventory from programmatic exchanges. They fear that programmatic will ultimately drag down pricing. But programmatic has very real pricing advantages. For instance, by pairing undervalued
and undersold inventory with granular audience data, broadcasters can sell at higher rates to advertisers.
I think more national broadcasters will have to embrace the technology in
2017, to make it a viable long-term growth area. The hope is that those broadcasters who have already adopted programmatic will see the benefits across undervalued inventory, boosting interest across
the ecosystem.
Small fleets train drivers with online video – DC Velocity
Benefits include employee orientation, content flexibility, and reduced impact on operations, says CarriersEdge.
By DC Velocity Staff
A rising number of small trucking fleets are adopting the online training tools that once could found only at the largest transportation companies, one technology provider says.
Trucking lines with just a few dozen vehicles can use the technology for new hire orientation, to meet ongoing compliance requirements for existing drivers, to train drivers in remote locations, and for refresher training when a driver has a violation that needs to be addressed, according to CarriersEdge.
Markham, Ont.-based CarriersEdge provides online driver training for more than 400 large and small fleets across North America, who use the library of safety and compliance courses to train drivers without impacting operations on the road, and to use its management and reporting functions to track employee training.
Smaller fleets using the firm’s online training courses include Billerica, Mass.-based Boyle Transportation, a transporter of security-sensitive cargo with a fleet of 65 tractors; Bensenville, Ill.-based Matrix, Inc., a 48-state truckload general freight, hazardous materials, and expedited service provider with 65 trucks and 70 drivers; and North Hampton, NH-based Abenaqui Carriers, a diversified hazardous material carrier with a fleet of over 50 tractors and 70 company drivers.
Some of those users choose online training because it allows them to easily customize the lessons and courses to their unique needs, such as a hazmat carrier that has to make presentations on emergency response guidelines, security plans, and cargo tank rollover protection, or a general freight carrier that wants to share videos on aggressive driving and road rage, according to CarriersEdge.
« Some of the training we need to provide is not out of the box, » Michael Lasko, manager of safety and quality for Boyle Transportation, said in a release. « We can’t take a cookie cutter approach to training but with CarriersEdge we have the ability to add training for company policies and procedures, and specialized content regarding things like cargo security or the operation of our reefers. »
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Des combats fragilisent le cessez-le-feu en Syrie – ICI.Radio
L’Observatoire syrien des droits de l’homme (OSDH) et un responsable des insurgés ont fait état d’affrontements entre rebelles et unités de l’armée le long de la limite administrative entre les provinces de Hama et d’Idlib, ainsi que d’accrochages isolés dans le sud du pays, dans les régions de Deraa et de Kouneïtra.
Dans de nombreux secteurs, toutefois, il semble que les armes se soient tues.
L’accord de trêve avait été annoncé dans la journée de jeudi par le président russe Vladimir Poutine.
Il s’agit du troisième cessez-le-feu national conclu cette année. Les deux premiers, négociés par la Russie et les États-Unis en février et septembre, n’ont tenu que quelques semaines.
Ni Washington ni l’ONU n’ont été associés aux discussions qui ont conduit à celui de jeudi. Mais le chef de la diplomatie russe, Sergueï Lavrov, a déclaré que les États-Unis pourraient s’associer à ce processus de paix une fois le président élu Donald Trump entré en fonctions, le 20 janvier.
Le ministre russe a dit souhaiter également que l’Égypte, mais aussi l’Arabie saoudite, le Qatar, l’Irak, la Jordanie et les Nations unies y soient associés.
Un certain nombre de groupes rebelles ont signé l’accord, a déclaré le ministère russe de la Défense. Un porte-parole de l’Armée syrienne libre (ASL), vaste alliance de plusieurs groupes d’insurgés, avait déclaré que l’ASL respecterait la trêve.
Négociations au Kazakhstan
L’accord de trêve s’accompagne d’une déclaration en faveur de l’ouverture de négociations de paix à Astana, la capitale du Kazakhstan, a déclaré Vladimir Poutine.
Aucune date n’a encore été annoncée pour ces pourparlers. Les médias officiels syriens ont déclaré jeudi soir qu’ils auraient lieu « prochainement. »
Damas négociera en position de force après la défaite infligée ce mois-ci aux rebelles dans la grande ville d’Alep, qui constituait le dernier grand bastion urbain des insurgés.
La campagne aérienne lancée par la Russie en septembre 2015 a changé le cours de la guerre en faveur du régime du président Bachar Al-Assad.
Avant que des discussions puissent avoir lieu, le cessez-le-feu devra tenir bon.
Or un certain flou persiste sur les groupes rebelles concernés par l’accord de trêve.
L’armée syrienne a déclaré que le cessez-le-feu ne concernait pas l’État islamique, ni les combattants de l’ex-Front Al-Nosra, ni les factions liées à ces groupes djihadistes.
Plusieurs responsables rebelles ont en revanche déclaré que l’ex-Front Al-Nosra, rebaptisé Front Fateh Al-Cham depuis sa séparation d’avec Al-Qaïda en juillet dernier, était inclus dans
l’accord de trêve.
Un porte-parole d’Ahrar Al-Cham a de son côté déclaré que le puissant groupe rebelle islamiste n’avait pas signé l’accord, contrairement aux affirmations du ministère russe de la Défense.
La guerre en Syrie, qui a commencé en 2011, a fait plus de 300 000 morts et plus de 11 millions de déplacés.
Le pire de la tempête reste à venir à Québec et dans l’est
«Le gros de la tempête commence à Québec. On s’attend à une trentaine de centimètres en plus ce soir et cette nuit, et 5 à 10 centimètres demain matin», expliquait en début de soirée le météorologue d’Environnement Canada Samir Al-Alwani.
Les vents devraient atteindre jusqu’à 70km/h, dans la région de Québec, durant la soirée. «C’est une dépression très intense», a reconnu le météorologue, rappelant à la population d’éviter de prendre le volant dans la mesure du possible.
Dans l’Est-du-Québec, les précipitations monstres annoncées ne faisaient que commencer. Le pire de la tempête atteindra la Gaspésie durant la nuit, et la Basse-Côte-Nord tôt vendredi matin. À Gaspé et Sept-Îles, jusqu’à 50, voire 60 centimètres de neige sont attendus. «La dépression passe directement dans le golf du Saint-Laurent», selon M. Al-Alwani.
Au-delà de la visibilité réduite et la chaussée glissante, les gens de l’Est-du-Québec devront se méfier des vagues. «Les vagues pourraient atteindre 6 mètres de haut au niveau de Saint-Anne-des-Monts et Sept-Îles. C’est dangereux pour les automobiles et l’érosion», explique le météorologue, pointant la route 132, qui longe le Saint-Laurent.
Accidents et sorties de route à Québec
Alors qu’elle ne faisait que commencer à s’abattre sur Québec et Chaudière-Appalaches, jeudi après-midi, la tempête tout de même fait plusieurs sorties de route et une blessée grave.
Une dame a dû être conduite d’urgence à l’hôpital l’Enfant-Jésus de Québec après un face à face entre son véhicule et un camion cube, en Beauce. L’accident est survenu sur la route 112, à Saint-Frédéric, vers 14h30.
À l’arrivée des secours, la dame était incarcérée dans la carcasse de son véhicule. Au moment de son transport en ambulance, la victime avait subi de graves blessures aux jambes, mais l’on ne craignait pas pour sa vie.
La route 112 a été fermée de manière préventive le temps que des déneigeuses du ministère des Transports puissent venir déneiger. La route a été rouverte à la circulation vers 16h30. Plusieurs sorties de route ont également perturbé la circulation dans la région de Québec, jeudi après-midi.
Nez rouge suspendu
Toujours en raison de la tempête, Opération Nez rouge a suspendu ses activités, à Québec et Lévis. «On ne veut pas mettre la vie de nos bénévoles en danger», a expliqué David Latouche, porte-parole de Nez rouge, jeudi après-midi. «De toute façon, Environnement Canada conseille d’éviter tout déplacement qui n’est pas nécessaire. Beaucoup de gens n’iront pas fêter ce soir.»
Les opérations de Nez rouge reprendront vendredi.
Des départs d’Air Canada vers Gaspé, Sept-Îles, Montréal et Ottawa, jeudi soir et vendredi matin, ont été annulés en raison de la tempête, à l’aéroport de Québec. Plusieurs vols ont également été retardés.
Washington sanctionne Moscou pour ingérence, le Kremlin promet des représailles
Le président américain Barack Obama a pris jeudi une série de mesures contre les services de renseignements russes en représailles de l’ingérence de Moscou dans l’élection présidentielle américaine, provoquant la colère du Kremlin qui a promis des mesures de rétorsion «adéquates».
L’administration américaine accuse la Russie d’avoir orchestré des piratages informatiques qui ont mené au vol et à la publication de milliers de courriels de responsables démocrates, brouillant le message de la candidate Hillary Clinton.
Le Kremlin a rejeté jeudi «catégoriquement» ces «accusations infondées», affirmant que Washington voulait «détruire» ses relations avec Moscou et promettant des mesures de rétorsion «adéquates».
Le vainqueur de la présidentielle américaine, le républicain Donald Trump, qui n’a cessé de répéter qu’il ne croyait pas aux accusations d’ingérence russe, s’est abstenu de critiquer les sanctions décidées par Barack Obama.
Il est «temps de passer à d’autres choses plus importantes», a-t-il indiqué dans un bref communiqué, précisant qu’il rencontrerait «la semaine prochaine» les chefs du renseignement américain pour faire le point sur cette affaire.
Les mesures annoncées par Barack Obama prévoient notamment l’expulsion de 35 agents des services de renseignement russes et la fermeture de deux sites utilisés par ces services à New York et dans l’État du Maryland, près de Washington.
Les services de renseignement russes, le GRU et le FSB, font également l’objet de sanctions économiques ainsi que quatre dirigeants du GRU, dont son chef Igor Korobov.
Les sanctions ne s’arrêteront pas là, a précisé le président américain, prévenant que les États-Unis prendront d’autres mesures « au moment que nous choisirons », y compris des opérations secrètes dont le public ne sera pas informé.
Les mesures annoncées visent également le « niveau inacceptable de harcèlement » subi depuis un an par les diplomates américains à Moscou, de la part de la police ou des services de sécurité russes.
«Nous sommes disposés, quand il le faut, à travailler avec la Russie» sur les questions de sécurité les plus cruciales, a indiqué un porte-parole du département d’État à l’AFP. «Mais il est de la responsabilité du président de protéger la sécurité nationale, et c’est dans ce contexte qu’il a pris ces décisions».
Appel aux alliés
Dans sa déclaration, Barack Obama a également lancé un appel à une sorte d’union sacrée internationale pour faire revenir Moscou dans le droit chemin et l’empêcher de mener des mesures de déstabilisation dans des pays étrangers.
Les «amis et alliés» des États-Unis doivent «travailler ensemble pour contrer les efforts de la Russie visant à saper les bonnes pratiques internationales et à s’ingérer dans le processus démocratique», a déclaré le président américain.
Les sanctions décidées par Barack Obama moins d’un mois avant son départ de la Maison-Blanche sont une pierre dans le jardin de Donald Trump, qui ne croit pas à l’ingérence de Moscou et veut réchauffer les relations américano-russes.
Mais M. Obama sait aussi que beaucoup de responsables républicains ne partagent pas l’analyse de son successeur et sont favorables à des sanctions contre Moscou.
Paul Ryan, le président républicain de la Chambre des représentants, s’est ainsi félicité des mesures annoncées, estimant qu’elles «n’avaient que trop tardé».
C’est «une manière appropriée de mettre fin à huit ans de politique étrangère ratée avec la Russie (…), qui a affaibli l’Amérique aux yeux du monde», a-t-il déclaré.
John McCain et Lindsey Graham, deux «faucons» républicains du Sénat, ont estimé que Moscou s’en tirait bien et ont promis «de mener l’offensive dans le nouveau Congrès pour imposer des sanctions plus fortes».
L’Europe aussi visée?
M. Obama a ordonné qu’un rapport complet sur les piratages informatiques menés pendant la campagne présidentielle lui soit remis avant son départ de la Maison-Blanche.
Ce rapport devrait être remis au Congrès «dans les jours à venir», a-t-il dit.
Nombre d’observateurs ont estimé que l’objectif des interférences russes était avant tout de saper la confiance dans la légitimité de l’élection américaine, pour affaiblir la future administration.
Un rapport de la CIA qui a fuité dans la presse est allé plus loin, en affirmant que Moscou avait mené ces opérations dans le but de faire gagner le milliardaire, qui a souvent loué les qualités de dirigeant du président russe Vladimir Poutine.
Ces accusations ont retenti jusqu’en Europe, où la France et l’Allemagne doivent voter en 2017.
Le patron des renseignements extérieurs allemands Bruno Kahl avait évoqué des «cyberattaques qui se produisent dans le seul but de créer de l’incertitude politique», et souligné que l’Europe était «au centre de ces tentatives de déstabilisation».
Video Marketing That Goes Down the Funnel, Not Down the Drain
Written on
Dec 29, 2016 Author
Lisa Bennett |
No marketer is going to be surprised by the power of video. Video brings personality, authenticity, warmth, layered information, and immediacy that text and even still images can’t match. That’s why, in Kaltura‘s “The State of Video in the Enterprise 2016” survey, we found that 72% of businesses use video for marketing.
But just because marketers know we need video doesn’t mean that we’re using it to its full potential. Are you taking advantage of the power of video at every stage of the marketing funnel? If not, you’re leaving conversions on the table.
Before You Get Started
At every stage of the marketing funnel, it’s important to incorporate video as a full-fledged data type and channel within your marketing flow. Make sure to integrate video into your marketing automation system, so you can track your video analytics in detail, and get proper insight from your video marketing. Score leads based on their interaction with your videos, measure how long they are watching, how they are engaging with the content, and expose this valuable data to the sales team.
Awareness
At the top of the funnel, we’re trying to generate some awareness of your company across the market as a whole. This is where you’re not only trying to let people know your company exists, but perhaps even that there’s a problem that your product helps solve.
Advertising and viral videos get the bulk of the attention here, but don’t let that limit you. A key at this stage is to maximize your video views. So go broad. Create how-to videos centered around your products. Run webinars addressing topics of general interest. Create fun videos that show off your company culture.
– Add video to your blog. It’s fun and engaging. Just make sure your video player fits your branding and includes enough metadata for search engines to be able to pick up the content.
– Authenticity sells like nothing else—consider giving your employees video creation tools that they can use to showcase your company and its products in their own unique way. You’d be surprised how much great content can come from the most unexpected departments.
– Create a channel where you can display user-generated content (moderated, of course) for your fans and supporters.
Engagement
They’ve heard of you; now you need to get them interested so you can convert leads into sales opportunities. Here’s an opportunity for more detailed thought leadership and in-depth webinars.
– Try getting on-the-fly interviews at trade shows and company events. You might even want to experiment with streaming live video!
– Lots of presentations add up fast. Make your videos discoverable by captioning them for in-video search. Better yet, use a capture tool that leaves the slides searchable.
– Host a virtual event! It’s hard to get people from around the world in one room. Use webcasting to run a virtual summit, for a personal touch without the travel or catering bills.
Nurture
Some customers take a while to make a decision; others might just not be at a place where they’re ready to buy when they first hear of you. Keep the lead warm with a steady campaign. Here’s where video insights become key—you want to make sure you’re piquing interest, not wearing them out. Bring on the case studies and client testimonials, and a steady drip campaign!
– Make sure your videos are well received by making them fun and interactive. Include calls-to-action within the video itself. Create branching videos that let the user choose what comes next. You can even create video quizzes!
– Keep an eye on your metrics. If people stop watching a video early, you’re risking alienating your audience. Adjust your video content based on how viewers are responding to it.
Active Sales
They’re ready to buy! Are they going to choose you? Make sure your sales team has the best possible tools to close that deal. You need great product demos, of course. But sales videos can go well beyond that. Make sure your sales rep knows what videos each prospect has watched, to give full context on their areas of interest.
– Help your sales team build customized video sales pitches, and give them easy video capture tools so they can send video follow-ups to prospects.
– Consider the video RFP! How else can you show what your product looks like in action?
– Rolling out a new pitch? Consider using a video to train your salesforce on the latest messaging.
Customer Engagement
The relationship doesn’t end with the sale. Make sure you keep up steady engagement so your customers will not only come back again and again, but so they’ll spread the word for you, and come back for more. All that great content—webinars, virtual events, case studies? Create some with your current customers in mind, too, so they know you care about keeping them up-to-date on the latest developments and techniques.
– Welcome new customers on board! Whether a thank you from the CEO or a personalized greeting from their account manager, people enjoy feeling like they’re establishing a personal relationship.
– Consider both live and on-demand customer training videos. It’s a more efficient, effective way for people to learn.
– Invite customers to share their experiences with other customers with their own how-tos, so they can learn from each other and feel part of a bigger community.
As marketers, we’re used to going the extra mile. Video has the power to amplify that extra effort. It’s time to experiment with the next level of video.
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Lisa Bennett is Vice President of Marketing at Kaltura, which powers video experiences for thousands of organizations across the globe, including some of the largest media companies, telcos, enterprises and educational intuitions, reaching hundreds of millions of consumers, employees and students with engaging video experiences. Lisa manages Kaltura’s global marketing team, and is directly responsible for the company’s PR and analyst relations.
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